Brand interaction is changing as consumers are becoming more eager to get their wishes. iSense Solutions celebrated 5 years on the Romanian research market by conducting a study to reveal the latest trends in consumer behavior.
Among the trends with the greatest impact estimated in 2019 for Romanians are:
- Right here, right now;
- Escapism (fleeing brands).
Right here, right now
The rhythm of everyday life, as well as the growing and increasing responsibilities that the modern consumer faces, have made them impatient and more eager to earn time for themselves. Thus, 43 percent of Romanians in urban areas are more impatient than they were last year.
Among them, the most impatient are young people aged 18-23 (53 percent) and people in Bucharest (50 percent). Also, the percentage of those wishing to receive a response from a brand within a few minutes increased from 43 percent in 2018 to 50 percent in 2019 and 3 out of 10 young people aged 18-23 expect a brand to answer them in real time. In this context, brands need to be quick when responding and facilitating consumer interaction.
Post-crisis consumers have assaulted shopping shelves and have purchased more and more products. Brands have tried, as usual, to persuade the consumer to buy more products and services. In this context, after the initial reaction to buy a lot of products, consumers started to go in the opposite direction. They began to want more of a simple and ‘free’ life, with fewer things.
8 out of 10 (79 percent) of urban Romanians said they had tried to simplify their lives in the last 12 months, and 93 percent of them said they prefer airy spaces without needless things. Moreover, 77 percent of Romanians said they prefer to have less furniture in the house, while 64 percent say they prefer to own only what’s necessary.
“In 2019, more and more Romanians want to simplify their lives. At the same time, they are impatient and want everything right here, right now. These two trends are linked: minimalism is the way in which consumers in Romania want to get rid of the surplus, and the desire for here and now is related to gaining time, both behaviors giving the consumer the chance to focus more on themselves. Brands need to address this consumer demand in 2019 and meet it with clear, short, relevant and relevant messages,” says Andrei Canda, managing partner of iSense Solutions.
Escapism (fleeing brands)
In the run after their own time and the attempt to simplify life, consumers are now increasingly avoiding the communication of brands. The percentage of Romanians using Ad Blockers on the internet has increased greatly from year to year: 20 percent in 2016, 32 percent in 2017, and 59 percent in 2019. Moreover, 84 percent are used to switching TV channels during commercial breaks and 37 percent change the radio station during commercials. In the same line, 7 out of 10 Romanians prefer short content online and only 3 out of 10 like detailed content.
“We notice that the Minimalist Trends and Right Here, Right Now, are also correlated with the trend of Escapism: consumers are trying to free themselves from everything they feel is extra in their lives and at the same time flee from brand messages that are not of interest to them. In this context, it is all the more important today that brands make efforts and study what consumers want in order to adapt their messages and be relevant in their interaction with them,” says Traian Nastase, managing partner of iSense Solutions.
The data was collected in January 2019, the survey being conducted online on 1,011 respondents, representative of the urban environment in Romania, with an error rate of +/- 3.1 percent at a confidence level of 95 percent. The data is compared with similar research conducted between 2014-2018 and is part of iSense Modern Consumer Trends Tracker, a tool that monitors over 25 consumer behavior trends in Romania.